Here are three crucial things you need in your cover letter:
1. Professional Format - Make sure you are using a simple and generic font (think Times New Roman). Keep the font size to 11 or 12 and make sure you are using black ink! The cover letter is a letter, so make sure it is formatted like a letter. Tip: Use Google to find the standard format of a business letter if you are confused.
2. Business Tone - Like I mentioned above, the cover letter is?synonymous with a business letter. Keep it business professional. If you are applying for a more creative position within the PR industry, I suggest you create a portfolio of your creative work rather than trying to get creative in your cover letter.
3. "Dear Mr./Mrs. X" - Never address a letter "To Whom It May Concern" or "Dear Sir." It is impersonal and unprofessional. Make the extra effort to find a specific individual's name and title.
Source: http://prowlpublicrelations.blogspot.com/2013/01/3-crucial-things-you-need-in-your-cover.html
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